12Coca-Cola: Using Artificial Intelligence To Stay At The Top Of The Soft Drinks Market
As the world's largest beverage company, Coca-Cola serves more than 1.9 billion drinks every day, across over 500 brands, including Diet Coke, Coke Zero, Fanta, Sprite, Dasani, Powerade, Schweppes and Minute Maid.
Big data and artificial intelligence (AI) power everything that the business does – the global director of digital innovation, Greg Chambers, said: “Artificial intelligence is the foundation for everything we do. We create intelligent experiences. Artificial intelligence is the kernel that powers that experience.”1
What Problem Is Artificial Intelligence Helping To Solve?
Marketing soft drinks around the world is not a “one-size-fits-all affair”. Coca-Cola products are marketed and sold in over 200 countries. In each of these markets there are local differences concerning flavors, sugar and calorie contents, marketing preferences and competitors faced by the brand.
This means that to stay on top of the game in every territory, it must collect and analyze huge amounts of data from disparate sources to determine which of its 500 brands are likely to be well received. The taste of their most well-known brands will even differ from country to country, and understanding these local preferences is a hugely complex task.
How Is Artificial Intelligence Used In Practice?
Coca-Cola serves a large number of its drinks every day through vending machines. On newer machines, typically the ...
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